Berrivale, which commands a 50 per cent share of the Australian market for fresh fruit juices, plans to position its product as a ``health drink''. Unlike some of its competitors in the country, Berrivale is not planning to bottle its products in the country immediately.

Rob Buchel export business manger of Berrivale Ltd said bottling Berri products in India might takeplace later. ``In the beginning, we will supply ready-to-serve products in different segments. Berrivales extensive products range cater to individual needs of supermarket retailing, food service, institutional catering or fast foods,'' Buchel said. Berrivale, with 50 years of experience in fresh juice business, hopes to make a dent in the Indian market with its wide range of products.

Chandran said that initially the company planned to market Berri brands of orange, grape and apple juice. The cities identified by the company for the August launch include Hyderabad, Bangalore, Chennai, Kochi, Mumbai and New Delhi.

Buchel said the company planned to launch its products in two-litre, one-litre and smaller sizes in pet bottles and tetrapacks. The company offers products with an average shelf life of eight to nine months.

Berri, which has a 50 per cent share of the $ 750-million Australian market, hopes to make a good impact in the Indian market estimated to be worth over Rs 100 crore. According to BuchelBerri is being sold in 30 countries at present. Besides Australia, the company has manufacturing facilities in Indonesia and Singapore.

``Berri's commitment to international quality standards ensures that customers always receive quality products that comply with Australia's stringent food regulations. The same quality standard will be maintained in India which will provide us a headstart over our competitors,'' according to Buchel. Now, that is veri berri reassuring indeed.